基于“波特五力模型”的团队旅游市场分析研究

Analysis of Team Tourism Market Based on Porter's Five Forces Model

随着我国社会经济水平的不断提高,旅游环境的不断完善,旅游者旅游消费意识逐渐形成,旅游者对旅游出行方式的选择呈现出多样化和个性化。原有的"价格便宜、方便省心"的团队旅游市场近期急剧萎缩。如何解决目前旅行社团队旅游市场萎缩的困境,论文试图运用"波特五力模型",对团队旅游市场的竞争环境进行分析,并对如何保证团队旅游的市场份额提出了:设计个性化旅游路线,提高旅游者的参与度;提供半团半自助游服务,加强网络平台建设;建立垂直分工体系,吸收驴友群组织等建议,为团队旅游市场的可持续发展提供借鉴。

With the development of our society and economy ,and the improvement of travel envi‐ronment ,tourists have higher demands w hich are of more variety and personality for choosing the way of travel .The original team tourism market with cheaper price and more convenience has been shrinking recently .The paper tries using the Porter＆#39;s five forces model to solve this problem ,and ana‐lyzing the competitive environment of team tourism market .In order to ensure the market share of team tourism and provide reference to sustainable development of team tourism market , the paper puts forward some strategies as follows ：to design personalized tourist route and improve tourists＆#39;par‐ticipation ;to provide half team -half self tourism service and strengthen the construction of network platform ;To establish vertical division of labor system and absorb organizations of travelers group , etc .